Research On The Factors Influencing Consumer-Brand Relationship Resumption From The Perspective Of The Modern "Confucian Yuan Culture" Relationship

The resumption of the consumer-brand relationship is a stage of the brand relationship,which is a brand new stage after the broken relationship between consumers and brands,and is different from the initial brand relationship.The research on the brand relationship resumption has a later development and less achievements,especially the localized research.Culture is the foundation of a country and a nation.The in-depth study of the resumption of brand relationship from the perspective of culture can not only enrich and deepen the existing understanding,but also better explore the deeper cultural factors hidden behind the resumption of brand relationship and guide practice.Based on the perspective,this study adopted the method of Grounded Theory and scale refinement and test to obtain the influential factor measurement scale of brand relationship resumption from the perspective of modern Confucian Yuan relationship,with good reliability and validity,and formed 8 dimensions with Confucian cultural characteristics that affect brand relationship resumption.The Grounded Theory and Scale development results of this study show that the model of brand relationship resumption consists of 30 items in 8 measurement dimensions: cost,return,emotion,influence of others,face saving,humanity,favoritism and harmony.These localized research results not only have stronger explanatory power,but also can provide more effective help to solve the practical problems of the general weakness of brand equity in China.